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Customer Experience the Apple Way

“In reality plain old Customer Service is of a bygone age and so much more than what consumers and customers expect, even if that’s not what they get 70% of the time.  A caller on the end of the phone will remember how you treated them far longer than whether or not you resolved the issue for them.”

The New Customer Experience

When it comes to Apple, it’s all about the experience. There’s no doubt that Apple has changed the face of technology, but they’ve also been changing the way we do customer service. Rebecca Beach breaks down the difference between customer service and customer experience, and why we need a little bit of both.

How It Works

The Apple customer experience breaks down like this:

A=Approach customers with a personalized, warm welcome

P= Probe politely to understand the customer’s needs

P=Present a solution for the for the customer to take home today

L=Listen for and resolve any issues or concerns

E=End with a fond farewell and an invitation to return

Give It a Try

One of the reasons this approach works so well is because the Apple products are all on display for the customer to play with. There are a limited number of products, so staff members are able to answer more detailed questions. But the Apple approach has been adapted by other companies as well, from AT&T to the Doubletree hotel chain. These cases have met with varying levels of success, but Beach believes if you aren’t at least looking at the idea of customer experience, you are behind on the times. From service to experience, from Apple into the future, it may be time to reexamine your customer experience. Read the original article at 

Rachel Ginder

Rachel Ginder was a staff writer for CAI's Accelerating IT Success and joined the team in 2013. She also helped with social media and research.

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